An Insight Into The Life And Career Of Amway Founder Rich DeVos

The Two Faces Of Richard DeVos

Amway founder Richard ‘Rich’ DeVos is one of the wealthiest and most successful entrepreneurs in America, and indeed the world. With a personal fortune of $4.5 billion, Forbes magazine listed him as the 62nd richest man in America in 2010, and the 176th wealthiest man in the world. But as with many high-profile businessman, DeVos is involved in a number of controversies surrounding not only his business career but also his personal life. He is remarkable for his ability to polarise opinion, and be loved and loathed in equal measure. Some people regard him as a charitable philanthropist, but others claim his charity work is egotistical and self-centred. Some people regard him as a powerful defender of fundamental Christian principles, while others see his views as old-fashioned and discriminatory. Many people praise his commitment to retaining the family-run aspect of Amway, but others see this as blatant nepotism. This article examines the life and career of Rich DeVos – the controversial character behind Amway.

DeVos And Amway

Rich DeVos founded Amway with his lifelong friend and business partner, the late Jay Van Andel, in 1959. DeVos and Van Andel had both served in the US Air Force during World War II, and upon their return had worked together on a number of small-scale and ultimately unsuccessful business ventures before Amway, including an air charter service, a hamburger stand and a sailing business. Directly prior to Amway, the pair sold a nutritional product called Nutrilite door-to-door, and it was this business which became the inspiration behind Amway in 1959. The decision to branch out into other products, including household products like bio-degradable soap, shaving cream, furniture polish, detergent, cookware and cosmetics, was reportedly motivated by a disagreement with the owner of Nutrilite, which persuaded the duo to begin developing their own products. They supplemented their own brands by securing licensing agreements with other companies to sell their products too, and had quickly built up a considerable band of distributors. More than 50 years since its creation, Amway continues to be one of the largest network marketing companies in the world, although DeVos has had to survive without his close friend Van Angel since 2004, when he passed away following a battle with Parkinson’s Disease.

As well as Amway, DeVos now owns a number of professional sports franchises, the most notable of which is the Orlando Magic NBA team. He has also written four books about business and motivational techniques, and is a popular motivational speaker. In 1997, he underwent a heart transplant, and is now an active campaigner for organ donation.

The Controversies Surrounding DeVos, Part 1 – Amway

During its half-century lifetime, Amway has attracted more criticism than any other legitimate network marketing opportunity, and DeVos has been at the helm throughout all of it. Amway has faced massive legal challenges, paid out millions in settlements, faced the threat of closure in various different countries, and even changed its name, with cynics suggesting this was an attempt to avoid being labelled with the derogatory nickname ‘Scamway’. Many of the issues revolve around the structure of Amway, and whether or not it is a pyramid scheme, but this is the tip of the iceberg, with Amway being forced to pay out millions of dollars in compensation for things as diverse as copyright infringement, tax evasion, defamation and slander. DeVos recently admitted in a television interview that the company was perhaps too slow to clamp down on shady activity by its distributors, but has always maintained the company’s innocence and defended its reputation.

The Controversies Surrounding DeVos, Part 2 – Personal Life

Marriage

DeVos’s social, religious and political views polarise opinion. In 1987 DeVos was selected to sit on President Ronald Reagan’s AIDS commission, and outraged a section of the population by suggesting that the homosexual community was responsible for the spread of AIDS. DeVos is also an outspoken critic of gay marriage, believing it to be a violation of the sacred institution. To some he is simply upholding the fundamental Christian values that are crucial to him and his faith, to others he is an intolerant dinosaur whose old-fashioned views are discriminatory and detrimental to progress.

Nepotism

Other divisive issues include his policy of filling the top positions in the company with family members. In 1990 Jay Van Andels’ son Steve succeeded his father as chairman, and DeVos’s son Dick replaced his father as President. DeVos makes no excuses for this, believing that keeping the company as a family-run business is in its best interests. “I’d like to see family in the controlling spots”, he admitted to The Grand Rapids Press in a 2009 interview. This has, however, left him open to accusations of nepotism – the practice of openly favouring family members over others in the job market.

Charity

The DeVos Communications Center

Thirdly, his charity work causes considerable controversy. It is not the actual act of being charitable that he is criticised for, but more the fact that a large number of the buildings, centers, projects and initiatives that he supports bear the name of him or his wife, including the DeVos Children’s Hospital, the Cook-DeVos Center for Health Sciences, the DeVos Communications Center at Calvin College, the DeVos Campus of Grand Valley State University, the DeVos Place convention center, and the DeVos Sport Business Management Program at the University of Central Florida. For some people, this is just far too egotistical. Some people question whether his real motives are for charity or for fame. In his defence, DeVos claims that he only uses his name when the beneficiary requests that he does, and that by using his name it sets a positive example for other potential benefactors to make donations too.

Richard DeVos – The Verdict

Whatever your opinion is of Rich DeVos, his success as a businessman over more than 50 years in undeniable. He has created a brand which, despite its failings and various incarnations, still thrives as much in 2010 as it did in 1960. His presence on the United States and world rich lists is testament to his success, and whatever the motives behind his charitable work, he has still contributed a lot of money to a lot of good causes. He is dedicated to his family and to the Church, and has 100% faith in his business ventures.

Rich DeVos will always have his critics, but he will also have his followers, and if you share his values and his desire for success, Amway might just be the business for you.

9 responses to “A Profile Of Richard DeVos, Founder Of Amway”

Hi Neil; I read your very slanted overview of my long time friend Rich Devos. You obviously have never met or interviewed the gentleman. which is how the critics come up so wrong on their assumptions.
He has touched more lifes with his gnerosity, time and personel out reach to the least of Gods’ children. He lives by principles that enhance the lives of others. How sad negativisim is your method of judging people. Chrusrnas blessings to you – John

[…] A Profile Of Richard DeVos, Founder Of Amway | ExplosiveMLM.com By Neil Davidson on October 22, 2010 … and whether or not it is a pyramid scheme, but this is the tip of the … In 1990 Jay Van Andels' son Steve succeeded his father as … Neil Davidson is a writer and an expert in MLM companies. … […]

This man has stood the test of time. He has worked very hard for what he has achieved. He is only a man and not perfect. Put this all together and you would be lucky to be this person. We all have failings, but lets remember the ones like Rich DeVos who work hard at being successful in all aspects of life. I have never met the man personally, but have heard him speak at a ‘seminar’. Very inspirational speaker, in my opinion.
So, I submit, whatever our values and beliefs, we can get something worthwhile from people like this. Maybe this is what we need to focus on? Thanks.

My uncle Bud (Ambrose) Langhals was approached by one of the founders to join him in his venture.Bud owned a bar called the Village Inn in Cygnet,Ohio and had just spent his last monies on remodeling the bar.He was not able to partner with him and guess what happened to his outlook on life?

Hi Neil,
On a personal level, I would like to disagree with you. Mr.Devos is one of the kindest human being who is humble enough to reach out to anyone, offer advise and time at a personal level. I have personally known Mr.Devos as a “person” and not as a business man. I am glad that I had the opportunity to get to know Mr.Devos personally and I cherish his inspiration till today.
Is there any way you can forward this letter ( below) to Mr. Devos? I would really appreciaite.
Thanks.
Alice

I hope this letter reaches Mr.Devos somehow!

Mr.Devos, I am Alice from England, Harefiled. Mr. Devos, I am sure you will remember me from the many days you spent in Harefield, England at the most challenging time of your life. Yes. I am from India and we had many conversations during my encounter with you and your family at that time. I did not know who you really were at that time!!! You are one of the humble, inspiring human beings that I ever met, cosidering your multifacted achievements and positions in the business world. Your determination to get better, considering the enormous health challenges that faced as a Transplnat patient have always remained within me. I even talk about you as a role model to many of the patients that I come across in my profession everyday!!

Infact, inspired by the many conversations we had, I eventually came to U.S. in 2003 and am currently working in a prestigious hospital here. Would love to hear how you are and I sincerely wish to celebrate your life and health , which reflects the success of the institution and the staff in the Transplan Unit that I worked with at that time along with Sir. Magdi Yacobe.

Hello Mr. De\Vos:
I also hope you come to know that you inspire me each and every day even though we never met…….I was just laid off, I live in a small northeastern town in CT, and I’m looking forward to finding a new job with determination and persistence. I hope this quotation inspires others.

My Message to Mr. DeVos:
Wishing you and yours a happy and healthy new year in 2014 with many more years to come. I have one of your inspirational quotes hanging in my kitchen (and had a copy at work) for the last few years because the moment I read it, I knew it was what I cherished in my life. In my spare time, I use to search for quotations that were positive. This is the only one that I copied, and I quote you, “If I had to select one quality, one personal characteristic that I regard as being most highly correlated with success, whatever the field, I would pick the trait of persistence. Determination. The will to endure to the end, to get knocked down seventy times and get up off the floor saying, “Here comes number seventy-one!” (Richard DeVos, Sep. 2012). A recent visitor asked for a copy of the quote as several of my guests have, and asked who you were so I briefly looked up your history. Take care and bless you.

It is so funny that I am sitting at a Christian Outreach Camp with over 270 middle and High school kids from at risk communities reading this article regarding someone I truly call friend. I have no clue of the writer or his personal views. I seriously don’t want to be politically correct. I only can tell my point of view from knowing Mr. Devos, his family and some of his employees through the Magic and The Devos Initiative which trained a number of minority upcoming leaders throughout America.

For every part of your article that speaks negative I and many more can say how he impacted our lives. As matter of fact these kids are enjoying this weekend by hearing a speaker and four alumni of the Devos institute interact with them. We as the community of Central Florida have enjoyed the impact he has made within our community from his philanthropy.

I hope you get the opportunity to truly meet the man you write about. If so I look forward to reading your next article.